When it comes to digital advertising, copy is everything. The right words can make all the difference in whether or not your ad catches someone’s attention and encourages them to take action.
With this concept in mind, let’s take a look at some tips for writing great digital ad copy.
1. Write headlines that pack a punch
Your headline is often the first thing prospects will see, so it’s important to make sure it’s impactful. Getting the attention and interest of your audience with a headline is one of the essential ad copywriting rules to keep in mind. You only have about 30 characters available for your headline, so use it to make the most impact on your potential viewers. Use strong language that grabs attention and clearly communicates what your product or service can do for the reader.
Here are a few tips for writing great headlines
- Make it clear. Your headline should be clear and easy to understand. People should be able to tell at a glance what your ad is about. Avoid using jargon or technical terms that people might not be familiar with.
- Use action words. Action words are key in headlines because they immediately grab people’s attention and make them want to read more. Some examples of action words include: discover, learn, find out, get, etc.
- Appeal to emotions. Your headline should evoke some sort of emotion in people. Whether it’s happiness, sadness, anger, or excitement, your headline should make people feel something.
- Use numbers. People love numbers because they’re easy to digest and usually convey a lot of information quickly. So if you can, incorporate numbers into your headlines. For example: “5 easy steps to writing great digital ad copy.”
2. Keep your copy short and sweet
When it comes to writing digital ad copy, less is often always more. Keep your copy concise and to the point, and make sure each word counts. Prospects have short attention spans, so get to the point quickly and avoid fluff or filler content. Remember that people are scrolling quickly through their feeds and don’t have time to read a novel – so make your message clear and easy to digest. Focus on writing a copy that’s clear and concise.
In addition, using strong calls to action (like “click here,” “learn more,” or “shop now”) can help encourage people to take the next step with your brand. And including a sense of urgency (like “limited time only!”) can also be effective in getting people to take action.
3. Highlight the benefits, not just the features
In many cases, the benefits of a product or service are more important to consumers than the features. Benefits speak to how a product or service will make someone’s life better, easier, or more enjoyable – in other words, what’s in it for the customer.
When writing digital ad copy, it’s important to focus on the benefits rather than simply listing the features. This can be a challenge, as it requires thinking from the customer’s perspective and understanding what they’re looking for. However, it’s worth taking the time to get this right, as focusing on benefits can make a big difference in terms of conversion rates.
Below are some tips for highlighting the benefits of your digital ad copy.
1. Start with the customer in mind
Before you start writing, take a step back and think about who your target customer is. What are their needs and wants? What are they looking for in a product or service? Keep these insights in mind as you write your copy, and make sure that the benefits you highlight are relevant to them.
2. Focus on the customer’s perspective
When you’re writing, always keep the customer’s perspective in mind. Rather than listing features, focus on how those features will make their life better. For example, if you’re selling a new type of vacuum cleaner, don’t just list the features – focus on how it will make cleaning easier for them.
3. Use persuasive language
Once you’ve identified the benefits of your product or service, it’s important to use persuasive language to sell them. Use strong verbs that convey the positive impact of the product or service, and be as specific as possible. For example, rather than saying “our vacuum cleaner is powerful,” say “our vacuum cleaner will make your floors spotless.”
4. Back up your claims with evidence
Whenever possible, back up your claims with evidence. This could be customer testimonials, data from studies or surveys, or anything else that supports your argument. Providing evidence can help to build trust with potential customers and convince them of the benefits of your product or service.
5. Keep it simple
When writing digital ad copy, it’s important to keep things simple. Don’t try to pack too much information into your ad – focus on one or two key benefits and make sure that they’re communicated clearly. Also, avoid using industry jargon or complex language – stick to straightforward language that everyone can understand.
4. Use strong calls-to-action
As mentioned earlier, your digital ad copy should always include a strong call-to-action (CTA). A CTA is a statement or question that encourages the reader to take a specific desired action, such as visiting your website, learning more about your product, or making a purchase.
Your CTA should be clear and concise, and it should be placed prominently in your ad so that readers can’t miss it. Make sure to test different CTAs to see which ones are most effective at getting people to take the desired action. In addition, be clear about what you want people to do. For example, don’t just say “Visit our website” – instead, say “Visit our website to learn more about our products.
5. Test, test, test
It’s no secret that first impressions are important. The same goes for your ad copy. When someone sees your ad for the first time, you want to make sure that it grabs their attention and compels them to take action. One of the best ways to ensure that your ad copy is effective is to test different versions of it. This way, you can see which version performs the best and make necessary adjustments accordingly.
Testing your ad copy can be done in a number of ways. A/B testing is one popular method. With A/B testing, you create two versions of an ad (version A and version B) and then see which one performs better. You can also test different elements of your ad, such as the headline, description, call-to-action, etc.
Crafting great digital ad copy isn’t always easy. But with a little guidance, it is definitely possible to create ads that perform well and achieve your desired results. By following these tips, you can write digital ad copy that’s more likely to grab attention and convert prospects into customers. So get started today and see the results for yourself!